John Crane Branding For New Energy

About Project

As a pioneer in industrial sealing technologies, John Crane has spent the last 100 years ensuring that harmful materials, including methane, do not escape into the environment. John Crane’s technology also has a track record for significantly reducing water consumption across the energy and process industries. Although sustainability has long been central to John Crane’s mission, it has typically been a secondary message. As John Crane and its customers embrace the energy transition.

Although John Crane has long prioritized sustainability, the market has only recently begun embracing environmental practices. In today’s rapidly evolving net zero landscape, it’s critical to explicitly communicate John Crane’s sustainability strengths so that the public views us as the thought leader we are.

Why It Matters

Our refreshed brand identity will help better position our efforts across different industry segments and solutions and retain our leadership position at the forefront of the process industries. It will help us communicate our core values and strengths coherently, impactfully and consistently globally and across all brand touchpoints.

How We Did It

We undertook a series of strategic initiatives, including competitive benchmarking, an audit of the industry’s best practices, three executive workshops and several smaller internal brainstorming sessions. We went through several iterations and tested our approach internally multiple times.

What It Entails

Our brand refresh efforts entail verbal and visual brand elements, including:
A new corporate brand messaging architecture organized around key themes
A refreshed brand visual identity, including the look and feel and imagery
An updated website presence that reflects this brand refresh

Please note that this initiative did not imply any changes to our primary John Crane logo, which is the critical element contributing to our brand equity.